2 of 4 Canada's Greek trant Name The Beginning of a Great Thing In 1964, Greek immigrant Gus Agioritis opened the Boston Puza and Spaghe House in Edmonton Alberta, Canada. Within four years, he began offering franchise opportunities ting success and popularity, reliving quit the police force and opened his first Beton Panetton British Columbia, Canada. Five years later, im and his accountant at the time, George Mile, became business partners and over the next decade opened more than a dosen Boston Prestaurants throughout the province of British Columbia Finally, in 1983, the pair bought the company and divented themselves of the franchises they owned to other franchisees, keeping one and converting it into a corporate training centre. The duo planned to turn the successful franchise operation fast growing company and move into new markets Ji and George are known for their open communication style and the fact that they have never had an argument. When they set up a corporate office, the pair decided they would have no doors on their own offices, to encourage each other to walk in at any time. Their communicative business relationship wa demonstrated after im relocated to Toronto and hadn't contacted George in three days. According to George called him and said, "You haven't phoned me in three days what's going on down there replied, "George, I'm busy." George said it didn't matter how buy they were and the boarded a plane for Toronto to meet with his business partner National Expansion in 1989, the company decided it was time to begin expanding Im and George set their sights on easter Canada, but failed. The three restaurants they opened were closed with six years and the company retreated to western Canada, in analyzing the failed expansion, they realed they needed someone senior out east to lead the expansion effort essentially, they had to treat the end markets a totally new market. The pair tried again in 1997, and this time they opened a new corporate office in Mississauga, Ontario Jim uprooted his life and moved east to neighbouring Toronts, along with Mark Pacinda, a new hire who would run the eastern Canada office the west city Jim and Mark found that people in Toronto had different patterns to those out of Vancouver, most families go out for dinner ater 6:00 pm, but in the Toronto suburbs, shift workers would pick up their children at 3:00 pm and go directly to a restaurant for dinner. There were many examples like this, proving to the company's senior team that it was doing the right thing by opening a corporate office in the east. In addition to staffing level, the company began customizing the restaurant menu, the bar menu and the style of service provided in some areas The strategy was a success and today Boston Pizza is the largest casual dining chain in Canada, with 365 restaurants across the nation. Each restaurant boasts a family dining side and a sports bride and typically has a large patio for dining and socializing in the summer. The bulk of trang haben moved online to provide consistency across franchises Franchisees are provided with a great deal of support and resources, ranging from assistance when purchasing a property to having a team from the head office travel to the new location and stay there for four weeks ar launch in its experience, the company's senior team has realized a strong opening is critical to a new restaurantes International Expansion As Boston Pizza continued to grow throughout Canade, the decision was made to expand south and begin opening Boston Pizza restaurants in the United States. In 1998, the first Boston's The Gourmet Pizza restaurant was opened in Tempe, Arona. The first openings in the US market were not highly successful, so once again sm relocated-this time to Dallas, Texas, where he had recently opened a corporate office for the newly created Boston Puzza national In an interview with the Globe and Mail newspaper, lim explains the reasons for the move. He describes feeling out of touch with the community in the US and that he had wongly assumed the company's successful expansion in Canada would follow in the States. To turn around the American locations, the management team added more salespeople and worked on establishing the right from the beginning. He goes on to say, "I got in and started meeting people and found out what really needed to do. The people may look similar to us and speak the same language, but from there an it is completely different. Once again, getting senior people on the ground proved a smart move, and today there are over fifty locations throughout the US In 2003, the team took the chain even farther south and the first Boton's franchise opened in Merida Yucatn, Mexico Ron Jones, then the Boston Pusa vice-president of operations noted that the move was not part of a grand plan; the franchise had gained some attention in Mexico while expanding in the International Expansion A Boston Pa continued to grow throughout Canada the decin was made to expand south and begin opening Boston Pizza restaurants in the Sted States in 1998, the first 'The Gourmet Pizza restaurant was opened in Tempe, Ariana The first openings in the US market were not high successful, so once again in relocated this time to Das Texas, where he had recently opened a corporate office for the newly created Botn Pistol feeling out of touch with the community in the US and that he had wrongly assumed the company's successful expansion in Canada would follow in the State. To tum around the American locations, the management team added more salespeople and worked on establing the right outure from the beginning. He goes on to say got in and started meeting pple and found out what really needed to do. The people may look similar to us and speak the same language, but from there on it is completely different"Once again, getting senior people on the ground proved a smart move, and today there are over fifty locations throughout the US. In 2003, the team took the chain even further south and the first Bod's hanchise opened in Merida Yucatn, Mexicon Jones, then the Boston vice-president of operations, noted that the move was not part of a grand plan the franchise had gamed some mention in Mexico while expanding in the southe US. This time, remained where he was. As the first restaurants opened in Mexico new franchisees received the same asance as those in the United States and Canada, yet they were experiencing challenges Mexican families are apically larger than families in Canada As a result, the restaurants were full of children without much to entertain them in Mexic, when a family goes out for dinner, it is an event They like to take their time, and this can pose a challenge with a lot of choren to keep happy: A wide selection of menu mame cayons and an enging atmoghere were enough to attract Canadian families, but something more was needed in Mexic. The team decided to build gedin play areas with finger painting, books and movies inside the first play armas hult, the company decided to try placing a nanny in one-a professional who would look after the children playing there while their parents ate, drank and talked. The nanny so worked extremely well, and the company very quickly What's Next? and donated Boston Pizzabied the Bon Pas foundation over 25 years ago and it over CAD 34 million to charities in communities acou Canada and around the world in 2004, it began program called "Tuture Prospect to a child have the opportunity to have a positive role model. This and other types of charitable projects are another facet of the business of which mand George are proud and hope to continue for years to com The duo at the helm off the franchise and have plans to come expanding within the three countries where they cuently operate, building on the knowledge and access they have discovered during their almesty years of business tr Learning Outcomes This case study relates to the following learning outcomes from the two modules in the course Products and Services for a bal Market and assumes some of th Describe international trade considerations and their implications when developing rating products for international trade, including market entry strategies, product life cycle and market earch regarding the product. Describe product adaptation and cation, and consideration for an of each . Explain product standardization, and phs of new product concept development of adaptation for new interational marketing purpose and opportunities Implement concept testing prototype and test marketing and product testing to evaluate consumer response to a product or product a formational markets Describe the international trade considerations and their implications when developing or adapting services for international trade, including market entry strategies and market research regarding the services Develop service offerings based on aate design and development processes to enable Case Study Questions (20 1. As described in the case study, im and Gerge found they required a senior local presence for 2. Boston Pizza international has found citical to achieve a balance keeping the feel and standards of the restaurant chain while localing her aspects What strategies would assist the company with determining how to proceed in each respective market? (5 Mark Case Study Questions (20 Marks) 1. As described in the case study, Jim and George found they required a senior local presence for expansions to succeed. Identify possible reasons for this. (5 Marks) 2. Boston Pizza International has found it critical to achieve a balance: keeping the feel and standards of the restaurant chain while localizing other aspects. What strategies would assist the company with determining how to proceed in each respective market? (5 Marks) 3. Boston Pizza uses the franchise model of expansion. What unique considerations exist when expanding to new markets using this model? (5 Marks) 4. When Boston Pizza expanded into eastern Canada, the U.S. and Mexico, it also customized its online presence to each market. In what ways might the company tailor its website to appeal to customers in different target markets? (5 Marks) 2 of 4 Canada's Greek trant Name The Beginning of a Great Thing In 1964, Greek immigrant Gus Agioritis opened the Boston Puza and Spaghe House in Edmonton Alberta, Canada. Within four years, he began offering franchise opportunities ting success and popularity, reliving quit the police force and opened his first Beton Panetton British Columbia, Canada. Five years later, im and his accountant at the time, George Mile, became business partners and over the next decade opened more than a dosen Boston Prestaurants throughout the province of British Columbia Finally, in 1983, the pair bought the company and divented themselves of the franchises they owned to other franchisees, keeping one and converting it into a corporate training centre. The duo planned to turn the successful franchise operation fast growing company and move into new markets Ji and George are known for their open communication style and the fact that they have never had an argument. When they set up a corporate office, the pair decided they would have no doors on their own offices, to encourage each other to walk in at any time. Their communicative business relationship wa demonstrated after im relocated to Toronto and hadn't contacted George in three days. According to George called him and said, "You haven't phoned me in three days what's going on down there replied, "George, I'm busy." George said it didn't matter how buy they were and the boarded a plane for Toronto to meet with his business partner National Expansion in 1989, the company decided it was time to begin expanding Im and George set their sights on easter Canada, but failed. The three restaurants they opened were closed with six years and the company retreated to western Canada, in analyzing the failed expansion, they realed they needed someone senior out east to lead the expansion effort essentially, they had to treat the end markets a totally new market. The pair tried again in 1997, and this time they opened a new corporate office in Mississauga, Ontario Jim uprooted his life and moved east to neighbouring Toronts, along with Mark Pacinda, a new hire who would run the eastern Canada office the west city Jim and Mark found that people in Toronto had different patterns to those out of Vancouver, most families go out for dinner ater 6:00 pm, but in the Toronto suburbs, shift workers would pick up their children at 3:00 pm and go directly to a restaurant for dinner. There were many examples like this, proving to the company's senior team that it was doing the right thing by opening a corporate office in the east. In addition to staffing level, the company began customizing the restaurant menu, the bar menu and the style of service provided in some areas The strategy was a success and today Boston Pizza is the largest casual dining chain in Canada, with 365 restaurants across the nation. Each restaurant boasts a family dining side and a sports bride and typically has a large patio for dining and socializing in the summer. The bulk of trang haben moved online to provide consistency across franchises Franchisees are provided with a great deal of support and resources, ranging from assistance when purchasing a property to having a team from the head office travel to the new location and stay there for four weeks ar launch in its experience, the company's senior team has realized a strong opening is critical to a new restaurantes International Expansion As Boston Pizza continued to grow throughout Canade, the decision was made to expand south and begin opening Boston Pizza restaurants in the United States. In 1998, the first Boston's The Gourmet Pizza restaurant was opened in Tempe, Arona. The first openings in the US market were not highly successful, so once again sm relocated-this time to Dallas, Texas, where he had recently opened a corporate office for the newly created Boston Puzza national In an interview with the Globe and Mail newspaper, lim explains the reasons for the move. He describes feeling out of touch with the community in the US and that he had wongly assumed the company's successful expansion in Canada would follow in the States. To turn around the American locations, the management team added more salespeople and worked on establishing the right from the beginning. He goes on to say, "I got in and started meeting people and found out what really needed to do. The people may look similar to us and speak the same language, but from there an it is completely different. Once again, getting senior people on the ground proved a smart move, and today there are over fifty locations throughout the US In 2003, the team took the chain even farther south and the first Boton's franchise opened in Merida Yucatn, Mexico Ron Jones, then the Boston Pusa vice-president of operations noted that the move was not part of a grand plan; the franchise had gained some attention in Mexico while expanding in the International Expansion A Boston Pa continued to grow throughout Canada the decin was made to expand south and begin opening Boston Pizza restaurants in the Sted States in 1998, the first 'The Gourmet Pizza restaurant was opened in Tempe, Ariana The first openings in the US market were not high successful, so once again in relocated this time to Das Texas, where he had recently opened a corporate office for the newly created Botn Pistol feeling out of touch with the community in the US and that he had wrongly assumed the company's successful expansion in Canada would follow in the State. To tum around the American locations, the management team added more salespeople and worked on establing the right outure from the beginning. He goes on to say got in and started meeting pple and found out what really needed to do. The people may look similar to us and speak the same language, but from there on it is completely different"Once again, getting senior people on the ground proved a smart move, and today there are over fifty locations throughout the US. In 2003, the team took the chain even further south and the first Bod's hanchise opened in Merida Yucatn, Mexicon Jones, then the Boston vice-president of operations, noted that the move was not part of a grand plan the franchise had gamed some mention in Mexico while expanding in the southe US. This time, remained where he was. As the first restaurants opened in Mexico new franchisees received the same asance as those in the United States and Canada, yet they were experiencing challenges Mexican families are apically larger than families in Canada As a result, the restaurants were full of children without much to entertain them in Mexic, when a family goes out for dinner, it is an event They like to take their time, and this can pose a challenge with a lot of choren to keep happy: A wide selection of menu mame cayons and an enging atmoghere were enough to attract Canadian families, but something more was needed in Mexic. The team decided to build gedin play areas with finger painting, books and movies inside the first play armas hult, the company decided to try placing a nanny in one-a professional who would look after the children playing there while their parents ate, drank and talked. The nanny so worked extremely well, and the company very quickly What's Next? and donated Boston Pizzabied the Bon Pas foundation over 25 years ago and it over CAD 34 million to charities in communities acou Canada and around the world in 2004, it began program called "Tuture Prospect to a child have the opportunity to have a positive role model. This and other types of charitable projects are another facet of the business of which mand George are proud and hope to continue for years to com The duo at the helm off the franchise and have plans to come expanding within the three countries where they cuently operate, building on the knowledge and access they have discovered during their almesty years of business tr Learning Outcomes This case study relates to the following learning outcomes from the two modules in the course Products and Services for a bal Market and assumes some of th Describe international trade considerations and their implications when developing rating products for international trade, including market entry strategies, product life cycle and market earch regarding the product. Describe product adaptation and cation, and consideration for an of each . Explain product standardization, and phs of new product concept development of adaptation for new interational marketing purpose and opportunities Implement concept testing prototype and test marketing and product testing to evaluate consumer response to a product or product a formational markets Describe the international trade considerations and their implications when developing or adapting services for international trade, including market entry strategies and market research regarding the services Develop service offerings based on aate design and development processes to enable Case Study Questions (20 1. As described in the case study, im and Gerge found they required a senior local presence for 2. Boston Pizza international has found citical to achieve a balance keeping the feel and standards of the restaurant chain while localing her aspects What strategies would assist the company with determining how to proceed in each respective market? (5 Mark Case Study Questions (20 Marks) 1. As described in the case study, Jim and George found they required a senior local presence for expansions to succeed. Identify possible reasons for this. (5 Marks) 2. Boston Pizza International has found it critical to achieve a balance: keeping the feel and standards of the restaurant chain while localizing other aspects. What strategies would assist the company with determining how to proceed in each respective market? (5 Marks) 3. Boston Pizza uses the franchise model of expansion. What unique considerations exist when expanding to new markets using this model? (5 Marks) 4. When Boston Pizza expanded into eastern Canada, the U.S. and Mexico, it also customized its online presence to each market. In what ways might the company tailor its website to appeal to customers in different target markets